As data gets more granular and you start to analyze the quantitative data (how many people visited a page, clicked a button, used an interaction, etc.), you are still getting only a piece of the puzzle. Why did someone not use an interaction? Why did a certain group not visit a page? These are the types of questions that quantitative data won’t necessarily answer. What you need to use is qualitative data.

In this session, you will explore qualitative data and techniques for collecting and analyzing the data. You will discover how qualitative data can work with quantitative data to complete the analytics picture that you are trying to achieve. You will examine proven practices used in other industries, such as web design and marketing, to collect and use qualitative data effectively.